Creating Bonds: Successful Marketing in Museums

International marketing professionals working in and with museums share their insights and experiences of attracting and involving a wide range of constituencies in this stimulating book. Whether you’re working with a world-class museum brand, or just beginning to think through what marketing means to your organisation, you’ll be stimulated, excited and enthused by the imaginative, original – and very often inexpensive – ideas packed into this book.


This series of practical, insightful essays covers the following key issues:

  1. Establishing, developing and managing the museum’s brand.
  2. Case studies of successful marketing initiatives large and small.
  3. How best to communicate with specific market sectors.
  4. The role of Human Resources in brand development.
  5. Establishing a new attraction in a crowded market.
  6. Marketing in a brand-hostile environment.
  7. Analysing your audiences.

The Role of HR in Creating a Successful Brand
Adam Lumb, Head of Marketing, Museums Sheffield

The Rebirth of a Small Museum
Alexander Gates, Director, North Berrien Historical Museum

Developing an Art Museum Brand Strategy
Bonnie B Briggs, Managing Director, B.OnBrand and Amy Nelson, Director of Grants and Assets, Art Museum at the University of Kentucky

Branding in a Brand-Hostile Environment
Bruno Bahunek, Marketing Manager, Museum of Contemporary Art, Zagreb

Managing the National Gallery Brand
Danielle Chidlow, Head of Communications, The National Gallery

Courting Generation Next
Erin Barnes, Research Consultant

Audience-Centred Services
G-Gina Koutsika, Head of Interpretation, Tate Britain

Developing Dialogue
Jenny Wong, Events Co-ordinator, Dana Centre, Science Museum

Marketing a Small, Underfunded Gallery
Kate Knowles, Head of Communications, Dulwich Picture Gallery

Ethnographic Research: A Fresh Eye on Marketing
Margot Wallace, Associate Professor, Marketing Communication, Columbia College Chicago

Defining a New Venue in a Crowded Market
Rachel Collins, Communications Manager, Wellcome Collection, London

Branding and Organisational Behaviour
Sian Walters, Head of Marketing & Media, Amgueddfa Cymru – National Museum Wales

Title: Creating Bonds: Successful Marketing in Museums
Pages: 228
Size: 198 x 129mm
Date: 2009

Editions: £25.95 [paperback]

ISBN: 978-0-9561943-2-9

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We offer all our readers an unconditional guarantee: if, at any time, you decide this book’s not for you, simply return it to us for a full and prompt refund. 


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